Honda

Nerding Out on Fuel Cells

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The launch of the all-new Honda Clarity saw a series of vibrant
spots from RPA, PES of RESET and The Mill. The campaign offers a peek at the
engineering genius behind the car, courtesy of a pair of passionate hosts who
can’t stop ‘Nerding Out on Fuel Cells’.

From a VFX and design perspective, perfecting the look of
the overall campaign was the result of teamwork between nearly every department
at The Mill; a coordinated effort that saw expertise from producers and artists
in Design, 2D, 3D and Colour.

The campaign’s hero spot, ‘Thinking About
Tomorrow’, features an orbiting children’s choir – just as interesting a
description as it was a design process. Art Director Lisha Tan says, “This one
was a design challenge! With floating heads in a blue world, we had to develop
an approach that wouldn’t make them look like ghost heads floating in an
ominous underwater world. We started with the underwater angle, but later
realized it made more sense to go the ‘galactic’ route. It took weeks to find
the right balance where the floating heads appeared charming and optimistic
with a hint of science magic.”

Lisha adds, “It was really fun coming up with the look of
the playful, colourful world the educational films live within. They really
suited the tongue-in-cheek tone of the scripts.”